top 5 ecommerce optimization tests with chris goward & ryan lillis
TRANSCRIPT
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
The Top 5 Ecommerce Tests You Should Run Right Now
To Get Ready for a Huge Christmas 2013!
Chris Goward Founder & CEO @chrisgoward
Ryan Lillis Strategic Optimization Consultant @optimizely
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
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Meet Ryan • Strategic Optimization Consultant at Optimizely • Previously at Test & Target • He has advised all types of business from Fortune
100 to small start ups [email protected]
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We make sophisticated website optimization easy. • Over 5,500 customers in all verticals • Dedicated technical support and strategic consulting
E-commerce resources this month: www.optimizely.com/ecommerce-ab-testing
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• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen
• Conversion rate lift of 10% to 750% for every multi-test client
• In demand as a speaker globally
• New book by Wiley: “You Should Test That!”
Get a free chapter at: YouShouldTestThat.com
Chris Goward Founder & CEO WiderFunnel @chrisgoward
Meet Chris Goward
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We partner with our clients to dramatically lift their profit with marketing optimization
• Strategy, design, copywriting & testing
• Every client has seen 10% to 700%+ lift
More free tips at www.WiderFunnel.com/Blog
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5 Areas to Test Right Now But first, some context...
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Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
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Test #1 – Your Landing Pages The best value proposition test point.
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Situation Competitive search keywords “Human Growth Hormone” Competitors focused on product purity Shoppers worried about product efficacy & FUD
The Goal More e-commerce revenue
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A B
Which Landing Page Won?
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49% Sales Lift
Controlled Test Result
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Prospect’s Desires
Your Features
Competitor’s Features
Your Points of Parity (POPs)
Your Points of Difference (PODs)
Your Point of Irrelevance (POIs)
The POPs, PODs and POIs Value Proposition Framework
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Test #2 – Your Home Page The most over-scrutinized, under-optimized page.
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© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
Rotating messages are a Distraction
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Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
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Test #3 – Your Category Pages The most over-looked pages.
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Situation Industry-leading website Stagnant conversion rate We identified the category pages as a priority
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A B
Which Category Page Won?
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16.1% Sales Lift
Controlled Test Result
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Test #4 – Your Product Detail Pages The decision-point.
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Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel
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Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
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Clarity: Blue text is confused with links
Value Proposition: “Free Shipping” may be more compelling?
Distraction: Show All Categories opens a new page
Relevance: Scrolling products take most prominent position
Clarity: Design does not imply sale price
Distraction: Reviews are more prominent than features.
Clarity: Features included in Description tab at bottom.
Clarity: Shipping tab does not include shipping price.
Distraction: Shipping link opens new page in new tab.
Distraction: Cross-selling more prominent than features.
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WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position
Distraction: Reviews are more prominent than features.
Clarity: Design does not imply sale price
Hypothesis: Moving product reco box below the fold
Hypothesis: Redesigning CTAs to emphasize sale price
Hypothesis: Increasing prominence of product features
Develop Test Hypotheses
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Which Product Page Template Won?
A B
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– Why?
16% Sales Lift!
Controlled Test Result
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Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
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Test #5 – Your PCTAs The site-wide checkout entry-point
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Over-emphasis on security creates anxiety
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Does this create trust?
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© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
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How do you prioritize? It’s as easy as PIE
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The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
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The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
Web Analytics
Voice of Customer
Traffic Volume
Cost
Technical
“Political”
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PIE Prioritization Test # Test Type Potential Importance Ease Rating
1.1 Landing Page Template 10 10 10 10
2.1 Home A/B Cluster 10 10 9 9.3
2.2 Home Isolation 1 8 10 9 9.0
3.1 Category Template A/B Cluster 10 9 7 8.7
3.2 Category Isolation 1 8 9 8 8.3
3.3 Category Isolation 2 8 9 8 8.3
4.1 PCTA Isolation 1 6 10 8 8.0
5 Product Detail Template A/B Cluster 10 10 4 8.0
6.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7
7.1 Product Detail Isolation 8 10 5 7.7
8 Site-wide elements 6 7 9 7.3
8.1 Shopping Cart A/B Cluster 9 9 3 7.0
9 Blog Template PCTA 8 2 7 5.7
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Ask the Right Questions. Don’t Worry About the Right Answers.
5 more A/B tests to run today
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The Right Questions
• DON’T ASK: “What are the variations we are testing?”
• ASK: “What question are we trying to answer?”
• Conceptual Validation – define the broad question trying to be answered, and determine the simplest and easiest way to validate that concept.
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Test #1 – Thematic vs. Specific What type of images perform better?
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Test #1 – Specific
Hypothesis: The second image will outperform the first.
Variation 1: Image One
buy one, get one 50% off kids’ shoes, plus deals on clothing and more
Girls’ shoes | boys’ shoes | clothing | uniforms | backpacks
Variation 2: Image Two
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Test #1 –Themes
Image Theme Test
Hypothesis: Product images will outperform lifestyle images.
Variation 1: Models & Products Variation 2: Products Only
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Value of Themes
Image themes allow you to stretch your insights and test intelligently.
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DON’T ASK Will image A outperform image B?
DO ASK How does this type of imagery compare to that type of imagery?
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Test #2 – No Design vs. Design Is simple better?
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Test # 2– Designer Test
Hypothesis
The second breadcrumb with graphical images will allow users to easily navigate the site, resulting in a conversion rate increase.
Variation 1: Simple Breadcrumb
Home > Shop iPad > iPad Accessories > Headphones
Variation 2: Stylized Breadcrumb
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Test # 2– No Designer Test
Hypothesis
The prominent breadcrumb will be more easily noticed and allow users to more easily navigate the site, resulting in a conversion rate increase.
Variation 1: Simple Breadcrumb
Home > Shop iPad > iPad Accessories > Headphones
Variation 2: Prominent Breadcrumb
Home > Shop iPad > iPad Accessories > Headphones
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Value of No Design Test
No Design Tests… • Utilize fewer resources • Take minutes to set up
Depending on the results, design resources can be most effectively utilized in a follow-up test.
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DON’T ASK Will style outperform simplicity?
DO ASK How much does prominence affect performance?
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Test #3 – No IT vs. IT How much technical involvement is necessary?
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Test # 3 – No IT vs. IT
Hypothesis: A multi-page checkout with fewer fields per page will drive a higher conversion rate.
Variation 1: Single, Long-page Checkout
Variation 2: Multi-page, Checkout
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Test # 3 – No IT vs. IT
Hypothesis: Users are overwhelmed and a checkout funnel that exposes fewer fields initially will drive a higher conversion rate.
Variation 1: Single, Long-page Checkout
Variation 2: Collapsed sections, on Single page
Next
2 Shipping
3 Options
4 Payment
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Value of No IT Test
No IT Tests… • Can be set up in minutes or days vs.
months or years, yes, years.
Remember: You don’t always have to modify your backend content systems to “fake it” for the purposes of a test.
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DON’T ASK How can I change the backend to support this test?
DO ASK Can I test this concept without changing the backend?
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Is conceptual validation perfect? No. But...
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Value of Conceptual Validation
Conceptual validation allows you to.. • Prioritize your team’s resources • Test quickly • Run intelligent tests
Over the long run, this approach is sure to generate a better website tomorrow than you have today.
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August – September • 2 months of simple,
conceptual testing.
• Test setup should be quick, overlapping.
• Most tests should run for only two weeks.
September – October • 1 -2 months of detailed
development/design work.
• Prep for launching more complex tests of previously validated concepts.
October – November • Final testing push to the
holidays.
• Test to confirm what you discovered– potentially prior to a code freeze.
Testing Timeline: Countdown to the Holidays
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Questions? Tweet this webinar: @chrisgoward @optimizely #ecommerce
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Upcoming E-Commerce Events
• 11 am August 14 – Where You’re Falling Short on Your E-Commerce Site and How to Improve – Presented by Tim Ash of SiteTuners and Luke Diaz of
Optimizely
• 11 am August 29 – Optimizely for Online Retail: Essential Features & E-Commerce Case Studies – Presented by Jodie Ellis and Junan Panag of Optimizely
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